Measuring Consumer's Attitude Towards Fast-Fashion Brand Social Media Marketing: Case in Indonesia

Abstract

Social Media existence has made the whole world change. With the massive development of social media, communication between consumers and company have transformed. Social media become the main tool for companies to get the best way to market their product and range more customers globally. Now it’s the era of social media marketing playing an important role and along with it, the attitudes of customers will affect companies through their social media usage. The purpose of this study is to measure the consumer attitudes of different groups toward social media marketing based on 5 constructs of social media marketing to find out which construct is most effective and less effective. Afterward, it can help companies to identify and evaluate which construct will strengthen to achieve the effectiveness of companies' social media marketing.